MSP account management is your “secret weapon.” Done right, it is a tool for retention, forecasting, and growth, says Allison Mascolo, founder and owner of Red Stapler IT Consulting. “Usually, you’re able to get referrals from it as well. If you’re looking to not spend on extra marketing, isn’t it great if your own clients are helping [to grow business]?”
The power of proper account management is that it leverages the clients you already have—no marketing or sales budget required. It ensures that you’re not missing any potential projects, and your customers are informed, secure, and satisfied.
For far too many MSPs, though, account management tends to fall to the wayside in favor of hiring technicians or salespeople. While those roles are essential, not hiring a dedicated account manager often means lowered client satisfaction and missed project opportunities.
A dedicated account manager allows salespeople and technicians to stick with what they’re best at, says Scott Larson, CEO of eCreek Solutions Group, an MSP in Denver, Colorado. “The account manager can create the road map that keeps the client moving forward. They’re able to achieve a lot more than we were when we were trying to push account management around to different people in the company.”
3 Pillars To Effective MSP Account Management
A great account management system has three pillars:
- Proper onboarding
- IT road map and budget creation
- Quarterly business reviews (QBRs)
Onboarding
It’s important to introduce new clients to your MSP account management process during onboarding so they know what to expect, from quarterly meetings to what a strategic partnership looks like, advises Robb Patterson, GM of TMT’s Mastermind peer group. When it comes time to meet about the road map or hold a QBR, “You don’t want them wondering, ‘What do these IT guys want to talk about and why do they need my time?’” Patterson says.
Mascolo recommends tailoring the onboarding to each customer. “You should have a templated process, but you need to make it unique to each client by getting to know them. That means dedicating time to perform as detailed a discovery as possible and working as a team to really understand the intricacies and uniqueness of their environment.”
She also recommends meeting with department heads and key strategic stakeholders, not just the point of contact.
For more on onboarding, see 8 Tips For Successful Customer Onboarding
IT Road Map And Budget
While no one can predict the future, strong account management can give you insight into what your customers will need months or years down the line—and it gives them the ability to plan.
Importantly, creating a budget and road map allows you to anticipate MRR and nonrecurring revenue over the next 12 to 24 months, Mascolo explains. “That allows you to know if you should be bringing on more clients, stabilize for a little while, or hire more team members to meet the demand of upcoming projects.”
Larson acknowledges that while it’s important to look at a new customer’s existing technology, it isn’t the most important element of a good road map. “The real key is understanding our customers,” he says, “such as their goals and what they’re trying to achieve in their business. If we can understand that, then we can better help them with what technology they need to meet those objectives.”
QBRs
At its core, a QBR is a check-in with your customer. The main point is to discuss road map alignment and current projects with decision makers. “You don’t want to get too deep in the weeds,” says Patterson. “You’re looking at where you are, in the execution of the road map you agreed to. A QBR doesn’t have to be overly complicated, but it does have to be valuable. This is why the decision makers are going to come to this meeting; they want to understand that you’re supporting their mission and their goal, and you want to frame everything with that perspective.”
In doing so, QBRs can reduce client churn. Larson explains, “If there is a disconnect—such as misunderstanding their objectives, or the client not understanding the work we’re doing—we’re able to talk about it. QBRs give us the opportunity to get on the same page.”
For Mascolo, QBRs are largely about helping clients navigate “how to strategically spend their money.” By planning in advance for replacement of a server or a new solution, clients are less frustrated and more willing to budget for it, she explains.
While most QBR advice recommends meeting with every client, every quarter, real life isn’t often that cut-and-dry. Natalia Scheidegger, CEO of 3rdmill, points out, “Customers go through these waves of needing and not needing you. For us, the focus is making sure these account management meetings are happening and tracking what the customers need, when they need it—not when we tell them it’s time to catch up.”
Above all, don’t forget to follow up, Patterson says. “It would be better to not do any of this than to get the client all excited about this vision and this partnership, and then not follow up because you get so busy doing something else.”
From Reactive To Proactive
With proper care and follow-through, MSP account management can ensure you get the most out of your existing clients, net you referrals, boost customer satisfaction, reduce client churn, and give both you and your customers a glimpse into the future.
“If you don’t have the account management process locked down,” Patterson says, “you really aren’t maximizing the value of the customers you currently have.”
Now, Automate Your Account Management!
The manual side of MSP account management can be cumbersome. If you automate some of that process, your account managers can focus on what’s important—your clients.
Here are a few tools to consider:
AppointmentCore—automates the scheduling process by allowing clients to self-schedule their QBR.
MAP—an MSP version of Keap, MAP is CRM software that automates email follow-up and task management.
myITprocess by Kaseya—creates IT road maps, executive summaries, and interactive QBR presentations.
Cloud Radial—streamlines the documentation and task processes; compiles data into an interactive client portal.
Lifecycle Insights by ScalePad—compiles data, creates budget forecasts, manages clients, and integrates with many other tools.
audIT by Kaseya—presents a visually appealing data compilation that’s easy for customers to understand.
Regardless of what tools you use, there are a few areas to automate:
Appointment scheduling. Push clients to self-schedule QBRs. You can set automatic, prompting emails to be sent until they do, followed by a confirmation. You can also schedule an appointment reminder.
Assembling QBR Data. Both compiling the data and making it visually appealing can be difficult. Many of the tools listed above integrate with your PSA or CRM to make this process easier.
Following up. After the QBR, you’ll need to add any new projects and tasks to the sales pipeline; with these tools, there’s no need to do it manually. Your follow-up email to your client can be automated as well.
One caveat: With self-scheduling, clients may potentially skip QBRs. That’s when automated flagging is key—many of these tools can alert you if a customer skips two QBRs in a row.
